SKRIPSI MBS

Pengaruh Online Customer Review, Diskon, Dan Brand Image Terhadap Minat Beli Pada Scarlett Whitening

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ABSTRACT

Along with the development of the Indonesian cosmetic industry in 2021.
Scarlett Whitening became the numbe 1 best-selling product in Shopee and
Tokopedia marketplaces with the sales percentage of 18,9%. However, with many
cosmetic brand ciculating, consumers need more information to generate buying
interest. Scarlett Whitening has been widely reviewed by consumers and public
figures. Potential consumers can get this information on the Scarlett Whitening
Official instagram account and the beauty vlogger youtube channel.The purpose
of this study was to analyze the effect of online customer review, discount, and
brand image on buying interest in Scarlett Whitening. This study applied a
quantitative research method that used a questionnaire as the data collection
technique. The sample in this study were 100 respondents who were students aged
18-25 years and interested in buying Scarlett Whitening. The sampling technique
that used was simple random sampling. The data analysis technique that used was
multiple linear regression analysis by used IBM SPSS 22 Software.The findings
of this study proved that there were no effect and insignificant between online
customer reviews on buying interest, there was a significant influence between
discounts on buying interest, and there was a significant effect of brand image on
buying interest in Scarlett Whitening.
Keywords: online customer review, discount, brand image, buying interest.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 AMI p 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 101 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Amirahtul Jannah

Versi lain/terkait

Lampiran Berkas

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